Featured image by Andrea Piacquadio

Marketing has a reputation problem.

Ask the average person what they think of marketing, and chances are, you’ll hear words like manipulative, pushy, or deceptive. And honestly? I get it. Too many companies consistently overpromise, underdeliver, and pretend to be something they’re not, just to make a sale.

But it doesn’t have to be this way.

I believe that marketing, at its core, is about connection. It’s about listening, understanding, and communicating clearly what you have to offer. And the best way to do that? Be real. Be human. Be honest.

Because authenticity isn’t just a buzzword, it’s what people are actually looking for.

And it’s not just on marketing’s shoulders. Sales plays a role in building that trust too. That’s the kind of alignment that builds brand credibility.

We live in a world full of polished ads, AI-generated content, and picture-perfect branding. But underneath all of that, your audience is craving something more. A survey conducted by Social Media Today found that 90% of millennials agree that brand authenticity is key when making purchasing decisions. 

They want to know they’re interacting with real people. People they can trust. People who mean what they say. People who care more about solving problems than pushing products.

That’s where we, as marketers, have an opportunity. We can change the narrative. We can help people feel seen, heard, and understood. And we can build brands that actually resonate with our communities.

Here are 5 practical ways to infuse authenticity into your social media marketing:

 

1. Tell the Story Behind the Brand

People connect with people, not logos. Share why your business exists. What problems are you solving? What inspired you to start? Who’s behind the scenes? Share your mission, vision, and values. Pull back the curtain and let your audience see the heart behind your brand.

 

2. Use Your Actual Voice

Skip the corporate jargon. Talk to your audience like you would if you were sitting across from them at a coffee shop. Write how you speak. Be conversational, warm, and honest. Consider using a live stream, so your community can hear directly from you in real time. Trust builds when people feel like they are hearing from a real human, not a script.

 

3. Admit Mistakes and Show Growth

Authenticity doesn’t mean being perfect. It means being honest. If your company messes up, own it. If something didn’t go as planned, share what you learned. People respect transparency. Just make sure your response is thought through and intentional. Vulnerability, when done well, is a strength. 

 

4. Highlight Real Customers and Testimonials

Instead of overly produced promotional content, let your happy customers do the talking. Share user-generated content, repost customer shoutouts, or do a mini interview. It builds credibility and shows you’re making a real difference in real lives.

 

5. Be Consistent

Make sure what you say aligns with what you do. If you say you care about your community, show it. If you say your product is easy to use, prove it. Consistency over time is what builds trust.

 

Real-World Examples of Authentic Marketing

Need a clearer picture of what authenticity looks like in practice? Here are a few everyday examples:

• A bakery shares a short clip of their morning routine. (Learn more about Behind the Scenes content here)
  
  For example, Magnolia Bakery often shares behind-the-scenes videos showing how their famous cupcakes are made, giving followers a peek into their craft.

• A small business owner posts about a challenge they faced early on and what they learned from it.
  
  Take REAL Marketing, which shared honest reflections on the ups and downs of launching a marketing business right out of college, highlighting lessons about taking risks, embracing change, and finding joy in the journey.

• A brand responds thoughtfully to customer feedback, even when it’s critical, and explains how they’re improving.
  
  Apple has been known to publicly address product concerns and provide updates on improvements, demonstrating transparency to its customers.

• A service-based business uses Instagram to introduce its team with casual photos and a short bio.
  
  The National Institute for Social Media (NISM) posts every summer about their interns, sharing photos and stories that highlight the people behind the brand.

These small, genuine moments help your audience see the people behind the brand, and that’s what builds real connection.

 

Final Thought

Marketing doesn’t need to be exaggerated or misleading. In fact, it works better when it’s not. We have the chance to shift how people view our industry, one honest post, one meaningful story, one real connection at a time.

People are smart. They can tell when something’s inauthentic. But they can also tell when something is real, and that’s when they start to lean in.

This is our opportunity to make marketing something people can consistently trust. Let’s make it happen!

 

Author Bio:

Alexis Barth is a freelance marketer originally from Kearney, Nebraska, now based in Ohio. She earned her degree in marketing from Cedarville University and launched her own marketing company, REAL Marketing, during her senior year in 2024. Specializing in social media management and strategy, she works with a variety of clients to help them grow their presence and connect with the right audiences. She was a past intern with the National Institute for Social Media, where she began working toward her Social Media Strategist certification. She believes great marketing is really just about understanding people—and making the right connections that leave everyone better off.